What is Card Sorting?
Card sorting is defined as a user-centered design method used to help structure information, improve navigation, and enhance the overall usability of a website or application. It involves participants organizing topics into categories that make sense to them, which helps designers understand how users perceive and mentally categorize information.
In a card sorting session, participants are given a set of cards, each labeled with an item or piece of information. They are then asked to group these cards into categories that they think are logical and to label each category. This can be done physically with paper cards or digitally using software tools designed for card sorting exercises. The process can be either open, where participants create their own category names, or closed, where they sort items into predefined categories.
Card sorting provides valuable insights into users’ mental models and the way they expect information to be organized. By analyzing the results, designers can identify patterns and common groupings that can inform the structure of the website or application. This helps in creating a navigation system that is intuitive and aligns with users’ expectations, thereby improving their overall experience.
Key Components of Card Sorting
Card sorting is a valuable user research technique used to inform information architecture and navigation design. It involves several key components that ensure the process is effective and yields actionable insights. Here are the key components of card sorting:
- Participants:
Selecting the right participants is crucial for a successful card sorting exercise. Participants should ideally represent the target audience of the website or application being designed. Their perspectives and mental models will provide insights into how typical users categorize and prioritize information.
Example: For a university website, participants might include current students, prospective students, faculty members, and alumni. Each group offers unique insights into how they expect to find and organize information relevant to their needs.
- Cards:
The cards are the core elements of the card sorting exercise. Each card represents a piece of information, feature, or content item that needs to be organized. The content on the cards should be clear, concise, and representative of the actual items users will encounter.
Example: For an e-commerce site, cards might include items like “Men’s Clothing,” “Women’s Shoes,” “Customer Service,” “Return Policy,” and “Sale Items.” These cards should cover a broad range of categories and subcategories to understand how users naturally group them.
- Instructions and Task Setup:
Providing clear instructions is essential to ensure participants understand the task and the goals of the exercise. This includes explaining whether the card sort is open or closed, how to group the cards, and how to label categories if applicable.
Example: In an open card sort, participants might be instructed to “Group these cards into categories that make sense to you and name each category.” In a closed card sort, instructions might be “Place each card into one of the pre-defined categories.”
- Sorting Method (Open or Closed):
The sorting method determines how participants will categorize the information. Open card sorting allows participants to create their own categories, providing insights into their natural organizational structures. Closed card sorting requires participants to sort items into predefined categories, helping validate or refine an existing structure.
Example: An open card sort might be used early in the design process to explore how users conceptualize different types of products on a new online store. A closed card sort might be used later to test the effectiveness of proposed category names and structures.
- Analysis:
Analyzing the results of a card sort involves identifying patterns and common groupings in how participants categorized the cards. Tools and techniques such as similarity matrices, dendrograms, and heat maps can help visualize and interpret the data.
Example: After collecting data from multiple participants, a similarity matrix might show that “Customer Service” and “Return Policy” were frequently grouped together, indicating a strong user association. This insight can guide the design of the help section on the website.
- Tools and Environment:
The tools and environment used for card sorting can vary depending on whether the sort is conducted physically or digitally. Physical card sorting involves paper cards and a table, while digital card sorting can use online tools like OptimalSort or UXtweak, which facilitate remote participation and easy data collection.
Example: In a physical card sort, participants might be given index cards and asked to arrange them on a large table. In a digital card sort, participants might use an online platform where they drag and drop virtual cards into groups.
Card Sorting Process: Key Steps
The card sorting process involves several key steps that ensure the exercise is organized, effective, and yields actionable insights. Here are the key steps involved in conducting a card sorting exercise:
1. Define Objectives and Scope:
The first step is to clearly define the objectives of the card sorting exercise. Determine what you aim to learn and how the results will be used to inform the design of your information architecture.
2. Select Participants:
Choose a representative sample of participants who reflect the target audience of your website or application. The number of participants can vary, but typically 15-20 participants can provide a diverse range of insights.
3. Create Cards:
Develop a set of cards that represent the items or pieces of information to be organized. Each card should have a clear, concise label that accurately represents the content or functionality.
4. Choose the Sorting Method:
Decide whether you will conduct an open, closed, hybrid, or reverse card sort. This choice depends on the stage of your design process and your specific research goals.
5. Conduct the Card Sorting Session:
Provide participants with instructions on how to perform the sort. Ensure they understand whether they need to create their own categories (open sort) or use predefined ones (closed sort). If conducting a hybrid sort, explain how they can create new categories in addition to using the existing ones.
6. Document the Results:
Record the participants’ groupings and category names. If the card sort is conducted digitally, use tools that automatically capture this data. For physical sorts, take detailed notes or photographs of the final arrangements.
7. Analyze the Data:
Analyze the sorted data to identify patterns, common groupings, and discrepancies. Use tools such as similarity matrices, dendrograms, and heat maps to visualize the data and extract meaningful insights.
8. Interpret and Apply Findings:
Use the insights gained from the analysis to inform the design or refinement of your information architecture. Identify key trends and user preferences to create a navigation structure that aligns with users’ mental models.
9. Iterate and Refine:
Based on initial findings, refine your card sorting approach and conduct additional sessions if necessary. Iteratively test and refine your information architecture to ensure it meets user needs effectively.
By following these steps, you can conduct a thorough and effective card sorting exercise that provides valuable insights into user behavior and preferences, ultimately leading to a more intuitive and user-friendly information architecture.
Types of Card Sorting with Examples
Card sorting is a versatile user research technique with several types tailored to different research needs. Here are the main types of card sorting with examples:
- Open Card Sorting:
In open card sorting, participants are given a set of cards and asked to group them into categories that make sense to them. They also create and name their own categories. This method is useful for discovering how users naturally organize information without any constraints.
Example: A company developing a new intranet site for its employees might use open card sorting to understand how employees categorize different resources and documents. Participants might receive cards labeled “HR Policies,” “IT Support,” “Project Templates,” and “Training Materials.” They group these cards and name the categories, such as “Employee Resources,” “Technical Support,” and “Training.”
- Closed Card Sorting:
In closed card sorting, participants are provided with predefined categories and asked to sort the cards into these existing categories. This method helps validate or refine an already established information architecture.
Example: An online bookstore redesigning its navigation might use closed card sorting to test the effectiveness of its existing categories like “Fiction,” “Non-Fiction,” “Children’s Books,” and “Educational.” Participants are asked to place cards labeled “Mystery Novels,” “Biographies,” “Picture Books,” and “Textbooks” into these predefined categories to see if they align with user expectations.
- Hybrid Card Sorting:
Hybrid card sorting combines elements of both open and closed card sorting. Participants start with predefined categories but can also create new ones if necessary. This method provides flexibility while still offering some structure.
Example: A travel website might use hybrid card sorting to organize its content. The site provides categories such as “Flights,” “Hotels,” “Car Rentals,” and “Vacation Packages,” but allows participants to create additional categories if they feel the provided ones are insufficient. Participants might add categories like “Travel Insurance” or “Local Tours.”
- Reverse Card Sorting (Tree Testing):
Reverse card sorting, also known as tree testing, is used to evaluate the effectiveness of an existing category structure. Instead of grouping items into categories, participants are given a task and asked to navigate through the predefined structure to find specific items.
Example: A user is asked to find the return policy on a retail website. They start at the homepage and navigate through the categories “Customer Service,” “Returns,” and “Return Policy.” The researcher observes the path taken and the time it takes to find the correct information, providing insights into the clarity and usability of the site’s navigation.
Each type of card sorting serves a distinct purpose and can be chosen based on the stage of the design process and the specific research goals. These methods help designers and researchers understand user expectations and improve the information architecture of websites and applications, ultimately leading to a better user experience.